E trading is the way forward: Fashion designer JJ Valaya

Written by PTI | New Delhi | Updated: Oct 14 2013, 18:47pm hrs
Veteran Fashion designer and couturier JJ ValayaVeteran Fashion designer and couturier JJ Valaya
Veteran Fashion designer and couturier JJ Valaya, who ventured into e-trade last year after completing 20 years in the world of fashion believes that e-trading is the way forward in the coming years.

"The virtual presence has grown very strong these days now and it's only going to grow and it has valid reasons to grow with leaps and bounds. When we can only reach to a specific audience in high profile fashion shows and showrooms in prestigious locations, being available online widens your reach," Valaya said.

Valaya who is known for his exquisite bridal trousseaus, weaving elements of culture and history with contemporary style believes the fashion world has undergone a huge and positive transformation since he started his career.

"When two decades ago I was among the earliest students to enroll at the National Institute of Fashion and Technology (NIFT). It came as an unusual move at that time as there was not much evident difference in designing and tailoring," he says.

The 45-year-old ace designer whose recent collection 'The Maharaja Of Madrid' brought alive the old world charm of India and Spain at the India Bridal Fashion Week says that with growing wealth and disposable incomes, the upper middle class is creating huge opportunities in the Fashion world.

"These days even men from different economic and cultural backgrounds are also becoming fashion conscious and are ready to experiment," says Valaya.

JJ Valaya who was the first designer to host a solo fashion show in India says, the journey from being Jagsharan Jeet Singh Ahluwalia in Jodhpur to becoming JJ Valaya and opening House of Valaya has been a mesmerizing one.

"When I was studying at NIFT, I thought this lengthy name won't look good as a label so I shortened it to JJ Valaya," he says.

Sharing a flashback moment, Valaya says, " My fascination for design started when I was a kid and my mother used to create kid's 'Barbie' clothes with a lot of embroidery. And I have loved embroidery since then."

"My brother TJ Valaya who works with me, used to make very detailed and elaborate cartoons. Parmesh Godrej, My mothers' first cousin was also an interior designer in Mumbai, so creativity has been in my DNA itself," he said on sidelines of a mobile launch.

Displayed on the occasion was an exhibition of his mobile clicks along with that of Filmmaker Imtiaz Ali and Master Chef Vikas Khanna.

Valaya's theme was titled "The maker, The muse," and as the name suggests , the muse for the shoot were the talented craftsmen who create his beautiful apparel.

"I am constantly traveling, courtesy my profession. I constantly notice compositions around me which I want to capture but have always shied from because of my dislike of carrying two devices, a camera and a phone. Technology has revolutionised from anything to everything. As I mentioned, being updated and up-to-date is the way forward", he says.